Slovakia Improves its Standing with Brand Building

Slovakia Improves its Standing with Brand Building

“I appreciate that in part owing to the national brand we are seen today much more positively abroad,” stated the Minister of Foreign and Euroepan Affairs of the Slovak Republic, Miroslav Lajčák, referring to the results of the prestigious ranking “FutureBrand Country Index 2019” in which Slovakia has moved up 24 places since 2014. The overall 35th ranking is, according to the chief Slovak diplomat, a very good result, which only confirms that the implementation of national branding has been a step made in the right direction. Slovakia thus became the country with the most-improved image amongst all the countries of the index.

The 75 countries with the highest GDP according to the World Bank (2019) were assessed in this survey. The attributes of the national brand were assessed by 2500 respondents from Europe, North and South America, the Middle East, Africa and Asia. The survey was targeted at the countries’ values, quality of life, cultural heritage, and tourism, but also products and services. The power of the brand online also had an impact on the final ranking. Such significant development in the perception of our country affirms that Slovakia really is a #GoodIdea.

Today, the national brand is used by all central state administration bodies, state agencies and other relevant organisations, and by regional organisations for tourism and some private companies.

For the full FutureBrand Country Index 2019, visit: https://www.futurebrand.com/uploads/FCI/FutureBrand-Country-Index-2019.pdf.